Having identified a range of key communications trends for the Olympics, News International’s 'Track and Field' survey is investigating the current development of these trends:

Trends being investigated include: 

Commit to the event early and build buzz

Even though the World Cup was a disappointment, brands that had built presence before England's exit faired better than those who waited for the first game. Track and Field has indicated that 1 in 3 are already excited about the games.

Supporting the Event or be ‘one of the fans’?

We have seen successful campaigns from brands that position themselves as in tune with the fans as opposed to corporate sponsors. Our survey has identified the key passion points for these fans, the 'development of British talent' is the top reason for interest.

Multi-Cultural event

52% feel the tournament is a great opportunity for nations to unite together. We have already seen evidence in the World Cup from our focus groups of how our readers embrace other cultures with the UK.

Be flexible and reactive throughout the games

The high recall of tactical advertising proves that brands utilising opportunities reactively within the games will benefit for greater recall.

Target the Olympic Mums

With 32% stating that the games is a good opportunity to get together with family and friends the mums will play a role as key organisers for the household. Mums are already a key audience as highlighted with the involvement of brands such as Ariel and Pampers.

In addition to the trends above we are also tracking which brands consumers are associating with the games at this stage.

As you would expect, the key brands are those that have supported the games for many years. We will monitor all associated brands over the next 12 months.

The next wave of Track and Field is scheduled for February so please contact martyn.u'ren@newsint.co.uk if you would like to discuss the current findings or the next wave in more detail.